Description

• Title:
  The Impact of Consumer Knowledge on Brand Image Transfer in Cultural Event Sponsorship
• Creator:
  Karpinska-Krakowiak, Malgorzata
• Contributor:
  University of Lodz;
  Małgorzata Karpińska-Krakowiak (Ph.D.), assistant professor in the Department of International Marketing and Retailing at the University of Lodz. Main fields of academic research: marketing communications, consumer behaviour, brand management.;
  mkarpinska@uni.lodz.pl
• Description:
  The paper presents some preliminary findings on the role of consumer knowledge in cultural event sponsorships. Using a field design, the impact of consumer knowledge on the brand image transfer wasmeasured. Two international cultural events were examined and a total of 853 respondents participated in this study. The Kruskall-Wallis and Mann-Whitney tests were performed to determine whether there were any differences in brand image transfer between experts (‘high-knowledge’ spectators) and novices (‘low-knowledge’ spectators). The results reveal that image-building effects in cultural event sponsorship are considerably less pronounced if event spectators are highly knowledgeable about an event and its sponsoring brand. The findings indicate to what extent a brand may thrive on event sponsorship and how important it is to track current market segmentation and brand positioning.
• Object availability:
  free access
• Date:
  2015.03.16;
  2013
• Type:
  Article
• Language:
  English
• Format:
  application/pdf
• Publisher:
  Polskie Towarzystwo Socjologiczne
• Relation:
  Polish Sociological Review;2(182)
• Subject:
  consumer knowledge;
  brand;
  image transfer;
  event sponsorship
• Identifier:
  1231 – 1413;
  http://hdl.handle.net/11089/7339
• Data provider:
  Repozytorium Uniwersytetu Łódzkiego
• Can I use it?:
  seek permission
• Type:
  image